How we took extra special care of Perpetual Fostering

SEO, PPC, Content, Social & Web

Perpetual Fostering is an independent fostering agency. The agency brings foster carers and children, or young people, in need of various levels of support and care, together. Perpetual Fostering prides themselves on being more than an agency; it is a community with an open and supportive spirit and culture, with a team of care experts available to offer foster care support any time of day or night.

Perpetual Fostering came to us with their existing website, which they felt was ‘off-brand’ and didn’t emphasise the supportive, caring nature of the organisation. They needed a site to inspire and encourage users to contact the agency if they were thinking about starting the fostering process. The client felt that their site wasn’t achieving this.

Results

343% increase

We increased Paid search traffic by 343% following the new site going live.

93% uplift

We witnessed a 93% uplift in visitors to the site from paid campaigns since the new site went live.

33% increase

We increased average time spent on site by 33%.

The challenge

We were tasked with creating a site that was emotive, warm, authoritative, and that could be an engaging information portal. The key aim of the site was to encourage users to contact the organisation if they were considering fostering. The User Experience Design of the site would be key to generating these enquiries.

We were asked to work with the Department of Psychology at the University of Cambridge so we could understand the personality traits and ‘drivers’ of the kind of people who become successful foster carers.

The site also had to be designed and built in line with search best practice, and be user-friendly for content creators.

The solution

We based the design of the site around the results of the University’s study, aiming to attract ‘agreeable, conscientious, empathetic’ people who might be suited to fostering

We used imagery and phrasing to give an emotive, warm, and welcoming ‘feel’; much more on-brand than the previous site design which was considered too ‘pushy’ and ‘salesy’, not emphasising the supportive ethos of the organisation

The tone of the content was authoritative but accessible, in line with the objective of creating an engaging information portal

The site was built in WordPress to be as user-friendly as possible in order for content creators to frequently add content. This part was crucial if the site was to become an ‘engaging information portal’. In relation to the wider Digital Marketing strategy, Frequently added content would also help to boost the site’s online visibility, drive traffic and increase search authority

We fully optimised the site for search before it went live

The website was designed and developed to be fully responsive across devices and browsers

What the client said

Tahir Khan, Founder

“Our business challenge was to increase website traffic through both organic and paid search. Over the last 3 years we have been let down by 6 different big Manchester digital agencies which hampered our business objectives and growth. Each agency consistently failed to deliver increase in web traffic or level of conversions target.”

“Run2 are very different. For a start, we were met by Christian McGinty the MD, and he took the time to understand our business challenge. Over the months he has become our unofficial CMO! His team completed many tests including website audit and site report, analysis of the traffic and web and social analytics. They rejected further marketing investment in the old site as it was poorly structured and wouldn’t convert, and I would just waste my marketing budget. Instead, Run2 designed a new website, and delivered high quality content both for the site and the social network channels.”

“We are extremely happy with Run2 as they understand what it takes to build a strong digital marketing platform and what businesses need to help them grow. I can’t recommend the Run2 team highly enough.”